BRAZIL: Buyers & Sellers

Ignoring the steady drizzle, excited cariocas
began to queue up outside the white stucco store as early as 6 a.m.
What had brought them was a display of advertising such as they had
never seen. For weeks, Rio newspapers had carried big, purse-tickling
ads promising "Tudo para Todos [Everything for
Everybody]." The day before, whole sections were taken up with
an illustrated catalogue of everything from egg beaters to beds. Sears,
Roebuck & Co.
was opening its first branch in Rio.

By the 10 a.m. opening hour that first day, jostling crowds stretched
for three blocks. They waited restively while...